Software solutions in this group help users build and scale automated marketing campaigns to engage with customers in a personalized and tailored manner across various different channels. Some common software features include ad targeting, automatically generated content, real-time engagement, customer and data analytics, sales intelligence, the measuring and optimizing of campaign aspects and data integrations with other parts of the business. Read the full software guide...
Product recommendations, vendor rankings, market overview and tips on how to select Marketing Automation software for business. Published in September 2018.
Software solutions in this group help users build and scale automated marketing campaigns to engage with customers in a personalized and tailored manner across various different channels. Some common software features include ad targeting, automatically gen...FREE DOWNLOAD THE-ULTIMATE-Marketing-Automation-Software-Buyer-Guide-2018.pdf
Marketing automation software helps automate repetitive marketing tasks and processes, such as, campaign management, campaign monitoring, customer segmentation, lead scoring and lead data integration. The right marketing automation solutions help marketers save time and money on marketing. For instance, you can schedule a series of social media posts for future dates, automate the posting of same brand messages across multiple channels and get more work done by less staff. Products in this category help reduce human errors and improve operational efficiency.
Most products come with a number of standard workflow templates that allow you to automate customer communication. For instance, a software product can automatically send a ‘Thank you’ email whenever someone makes a purchase. More advanced products allow you to create custom workflows for different if/then scenarios. For instance, if someone opens a welcome email or clicks on a specific link, then the system will automatically start sending periodic newsletters to them.
Most products also feature an analytics engine that helps analyze the results of your past marketing campaigns and spot the areas of improvement. You can measure ROI and identify the most profitable marketing channels for your business.
The first thing to consider is the nature of your business. B2B companies, for instance, usually have a longer sales cycle and require long-term customer relationship building. This means marketing automation software for B2B firms should have an advanced lead nurturing capabilities. Look for a product that assigns scores to leads based on their demographic and online behavior, so that your sales team can quickly identify the most promising leads.
On the other hand, B2C companies usually cater to a larger customer base, hence they tend to look for products that can collect and organize huge volumes of customer data. Marketing automation software for B2C firms should also have advanced reporting and analytics, and customer segmentation capabilities. Once they segment their customers into different groups, it would be easier for them to create a tailored marketing plan for each customer group.
Another important thing to consider is how the software integrates with your existing customer relationship management (CRM) system. Some products offer native CRM integration, making it easier to import contacts from your marketing tools to your sales tools.
If you want to build highly relevant and personalized marketing campaigns for different customer groups, look for a product that allows you to create custom workflows with an unlimited number of sequences.
Other features to look for include the ability to generate reports using attributes such as user profile, user journey and events, ability to design and execute email campaigns, and the ability provide in-depth analysis of campaigns.
|API||Application Programming Interfaces (APIs) are programmatic intersections with external products or platforms that allow for custom integrations with your own solutions or other solutions you are using.|
|Audience Targeting||Allows for audience segmentation, generally to tailor marketing or advertising messages to target specific user groups.|
|Batch Permissions & Access||Control user or group access and permission settings for software or other systems.|
|Brand Management||Tracking and promotion features for one or more brands of products.|
|Contact Management||Manage large amounts of personal or business contacts in a centralized system.|
|Contact Sharing||Share contacts across teams or platforms to give access to others or to migrate address books across different systems.|
|Conversion Tracking||Track signups, purchases or user actions to measure the effectiveness of marketing or advertising campaigns. This is often used to optimize inbound or outbound marketing efforts and improve sales conversions through a range of online channels.|
|Customer Management||Manage customer databases and/or track outstanding shipments, payments and more.|
|Data Export||Exporting functionality can be used to streamline the migration of data sets and information across systems, platforms or applications.|
|Data Import||Importing functionality allows you to use data sets from other systems or platforms to cut down on data entry requirements or to more easily migrate records from similar applications you have used in the past.|
|Email Integration||Integration with email clients or providers to create and send emails as well as view received emails within an application.|
|External Integrations||Integrations with other software products or platforms to improve efficiency and compatibility across systems.|
|Lead Management||Manage business leads to improve sales outreach processes or stay on top of prospect inquiries.|
|Lead Scoring||Manually or automatically assign quality scores to business leads to target / segment sales outreach efforts.|
|Marketing Automation||Automate marketing processes, such as outreach emails, customer engagement, chat replies through the use of chatbots and others.|
|Multi-User||Supports more than just one user account and generally allows for collaboration with colleagues.|
|Notifications||Includes notification support and sends you alerts with information on important events and other time sensitive instances. For example through push notifications on mobile phones or email notifications.|
|Password & Access Management||Manage passwords or access to systems for yourself or your organisation.|
|Social-Media Integration||Integration support with social media platforms, such as Facebook, Twitter, Instagram, Tumblr and others.|
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